The James Brand SS21 Great Outdoors Preview

Brand: The James Brand
Interviewee: Ryan Coulter, Founder and Chief Creative Officer & Pacome Allouis, EU Brand Marketing

How is Covid-19 impacting your business and can you see any opportunities for the Camping market as a result of the pandemic?
Covid-19 gave us a real shock. Many of our partners had to shut their doors around the globe and many of them still have not re-opened.

The good news is that our online business and key online retailers have been really strong.

This is a time when people go to the brands that they identify with for strength, they can also discover products for their daily needs.

For camping, we’ve seen a lot of people really trying to get outside due to the fact that they will travel more locally this year.

What are the major trends in the camping segment in spring/summer 2021?
From the camping perspective, we’ve seen a decrease in the car-camping experience and an increase in interest in the true backcountry market.

People want to getaway. They are looking for lightweight, durable gear that they can use to really push out into the backcountry instead of staying local, and making adventure a 2.0 experience.

Where have you positioned your brand in the market and why?
We position The James Brand (TJB) right at the intersection of urban life and outdoor adventure.

We do this because the majority of our customers live in or close to the city, but long for the outdoors and head there as soon as the workday or workweek is over.

We want our products to easily move between both the urban and the outdoor environment and make it easy!

Which items should every nature lover take with him on the next outdoor adventure?
We are biased, but you should always have a pocket knife with you, you can’t imagine everything you can do with a pocket knife into your day, and make your life easier.

The James Brand, The Ellis

You never know what jams it will get you out of, but it’s nearly guaranteed to get some use and make your day outdoors a bit better.

You should also have a powerful LED flashlight handy, as well as a compass of some kind, and a way to start a fire.

We hate to say it, but it’s good to have your phone with you, but we’d suggest putting it in airplane mode and trying to only use it as a camera.

How has Covid-19 affected your SS21 sell in plans (delays/ range cancellations/ carry over)?
We had some major new projects that got pushed into 2021.

We’ve had to work hard to re-adjust the calendar to get it all to work.

It has not been easy, but we are in great shape now and shipping on time. It’s been a good exercise for the brand to see how flexible we can be in the situation.

Please talk us through your 2-3 of your key products for 2021.
The Pike is a new version of one of our favorite silhouettes.

The James Brand, The Pike

It’s designed as a true pocket knife: small, beautiful, and very functional.

It’s designed to go inside your pocket at the beginning of the day and then go back on your dresser at the end, and it is reminiscent of pocket knives that were popular in the 1950s and 1960s.

It’s a modern take on a classic form, and it’s designed to be right there whenever you need it.

We really like the balance of pure functionality and aesthetics with this one.

The Ellis is our take on a multifunctional pocket knife. It’s probably our most versatile product, with a partially serrated blade, a bottle opener, a flathead screwdriver, and a pry/scraper, there’s not much that the Ellis can’t help with.

Brand Previews

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Vans taps the creative mind of one of Malaysia’s up-and-coming artists for a vibrant new capsule.

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The Red Bull Bowl Rippers 2020 podium by TEDDY MORELLEC RED BULL CONTENT POOL

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Globe

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The GKA awards presented by Lewis Crathern and Jo Ciastula

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French (speaking) SOURCE cover hall of fame. Pacome Allouis, Thierry Kunz and Etienne Pinon. But who wore it best?

Hurley

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London Surf Film Festival Vans LS/FF Line up Announced

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Namuk specialise in high-quality outdoor clothing for kids

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Spect

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Surfdome STOKE Certified Sustainable Tourism & Outdoors Kit for Evaluation Harana Surf Resort Philippines Competition

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LAAX OPEN VOCKENSPERGER, credit Leon Laemmerhirt

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Pierre-Charles Fayolle, new Global Operations & Customer Service Coordinator for Slash By GiGi

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Alaïa Bay, Switzerland first international surf championship

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From left: D/CAL co-founders Ryan Maconochie, Jared Prindle, Tony Hawk and Adam Wilson with Katherine Huber, director of client services, atop the Guardian Building in downtown Detroit, where they have an office for their new agency.

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Equip SUP station, credit Samuel McMahon

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Patagonia National Park Volunteer Programme, credit Eugenie Frerichs

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Skateistan students skate the park in Bamyan for the first time

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Eivy Fusion Incorporated Japan Distribution New Fabric

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Sole Tech’s Bas Janssen - Photographer, Rob Rouleaux

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2021 World rookie snowboard & freeski finals

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WSL's President of Content, Media and Studios Erik Logan named as WSL CEO

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2023 International Report on snow and mountain tourism

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Nitro Snowboards has joined the European Outdoor Group

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Lyndsay McLaren and Eunjoo Kim Brixton women's

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Protec

Volcom

Rip Curl Wetsuits

Verdad

Ocean Pacific

ABS

Karakoram

Evoc

Hilx

Nemo equipment

Naish

L1

Gul

Deeluxe Rider_ Alex Fischer; Photo by_ Rudi Whylidal

SP24_Jett_Lawrence_Erba_Soft_Tact_60061_00003_7

100%

CHPO

Kanoa

Nidecker

Penny

Directors and members of the Jury of the 16th edition of the International Surf Film Festival Anglet, with Bruno Delaye, the Festival Organiser.

Naish

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Craghoppers

Wave Hawaii

Fatstick

ROBIE

TSG

Kanoa

Nitro

Hurley

Nitro

Dakine

Rusty

Curfboard

Surftech

Evoc

Amplid

Globe

Elho

Drake

Jobe

Smith Optics

Volcom

Oosc

Dupraz

Nikita

Rusty Men's Surf Apparel

Amplid

Volcom

Indiana

Lightning Bolt

RED EQUIPMENT

Mas snowboards

JONES

Mistral

FW

Brethren

1991 Denim

Rad Air

NSP

Sooruz

Flyn

Bataleon

Bright-Tradeshow’s-Official-Opening-Party-–-Berlin

RRD

Horsefeathers

Von Zipper

Mons Royale

Alder

Hydroponic

TSG

Liquid Force

Evoc

CineMar_ Summer_ Open Air ©Fish_People_3

BN3TH

Zeal Optics

Nitro

Dupraz

Iriedaily

Cabrinha

Vissla athlete Gatien Delahaye (FRA) in Ericeira. Credit WSL_Poullenot

Picture Organic Clothing

Head

ROXY

Rossignol

Bent Metal Binding Works

TSG Helmets SS20 Skate Helmet & Protection Preview

TSG

Armstrong

Capture dÔÇÖe╠ücran 2026-03-12 a╠Ç 20.17.49

Amplid

SINNER

YukaFujimori_C26JPNShoot_TeineJPN_KentaroMatsuda_3659

Anon

Sandbox

MUB S/S 2023 Lifestyle Backpacks Preview

MUB

Spinera

Bliz

FLITELab*

Smith Optics

Brixton

Picture Organic Clothing

Firewire

Wave Hawaii

Arbor Skateboards

Ride

Dewerstone

Rip Curl Torquay Flagship Store CREDIT Rip Curl

Recco

XION

Giro

Mundaka

Jobe

Rip Curl

Simon Anderson

Thirty-Two

Himaya

Flux

Wheels and Fins 2019 Cancelled Financial Constraints

Salomon

Mundaka

Nidecker

FRAN-MARTINEZ-FLIP-MATARO-photo credit-HELENA-PINTOR

Grassroots

OP

All-In

SINNER

Landyachtz

Liquid Force

WESTON

Town & Country Surf Designs

Its On Zinc

Black Diamond

O'Neill

Anomy SUP

O'Neill

Ensis

Solite

Vissla

Niseko Tourism_skiing photos by @alexgerni_47

Amplid

Euroglass

Sky Brown, ROUGE COCO PLAYGROUND Chanel, London

Rad Air

Snow and Rock Snowboard Buyer, Sam Clark. Photo James North

Thrudark

Glacier Optics

Select

Stewart Surfboards

Roarsome

Miller Division

O'Neill

Mistral

Photo credit Julien « BINCH » Binet https- www.instagram.com accounts login ?hl=fr&next=%2Fjulienbinchbinet%2F&source=follow

Jucker Hawaii

Wetsuit Recycling Program Alaska_MHO_CWN

Alder

Photo credit Otter Surfboards, Mat Arney

CMP

1 Surf Expo is held at the Orange County convention center in Orlando

Verdad

Nitro

NSP

Dakine

Candide

Lib Tech

Spy+

ROXY

686

David Pitschi joins YES. : NOW : Nidecker group

NSP

Resero

JONES

Aphex

Iriedaily

North Kiteboarding

SHOPS 1st TRY 2020 Alpbach Alpbachtal Snowboarding Equipment Retailers Registration

REKD

Homeboy

Gaastra

Sooruz

Stranda Snowboards

SIC

Gara Split

Rome

Dragon

Nidecker

Loaded Boards

boom-art & Petites Luxures and Red Cross

Burton

CORE Kiteboarding

Vans

Oxbow

Oakley

JONES

O'Neill

NSP

JONES

Norrona

O'Neill

Oxbow

Lightning Bolt

BANG PROOF

Spy

Rome

PLOUGERNEAU MANERA 2021_Credit_Matt Georges

Oakley

Lift

Microfibre Cooling, adult, Arcadian Blue

The Foam Life

Jobe

Loose Trucks Tight Lines studio shot_Noémie Wigenhauser

Semente

Thrust Glassing Portugal Simon Anderson Biography

Wave Hawaii

Greenbush

686

Nitro

Choppy Water GmbH Tahe Outdoors Germany Austria Distribution Tahe Marine Zegul Egalis Artistic, Robson

Norrona

GIN Kites

Rome

Jobe

ROXY

Lightning Bolt

DAYTRIPPER MIPS HELMET KINGDOM BLACK TONAL - SECTOR SNOW GOGGLE - 3

Dakine

SA1NT

HO18_Snow_TogetherForever_RawFiles_Euro_Thumbnail

Boardworks

Cabrinha

Duotone

DC

Double Deck

Kavu

SETT Surf

Fjell

Mistral

Sunset. Credit - Praia da Grama, Wavegarden

Hurricane

Loubsol

Madrid

Saint Jacques

Protec

Sipa

Arbor

GNU

Tur

Leki Poles

Head

O'Neil

Weston

Globe

Northwave

SIC

Wesc

K2

Nitro

Bollé

Pyzel

Victoria Vergara, by studio_255 x kevinMETALLIER

Island Tribe

ABS

Drake

CrazyFly

Ride

Dupraz

Polartec Introduces First Fabric Technology Engineered to Reduce Fibre Shedding

Salomon

WOMENSHELIPRO20L-B4BCFLORAL-610934385182_10003270_B4BCFLORAL-12M_MAIN[2]

Dakine

Tahe

Nobile

Never Summer

Lavalan

100%

Dakine

Von Zipper

PAC

Flux

Naish

JONES

686

Liquid Force

Anomy

Sandy Shapes

Norden

Ocean Rodeo

ipath

Rojo

Will and Becca at Spark R&D new warehouse

Barts

Cool Shoes

Oakley

Airblaster

Duotone

revolution

Black Diamond

Loaded

Ripcurl

DC

Supra

PANDA

Slingshot

Picture

Photo Credit Michael Lehmann, Rider Thomas Kigle

Head

O'Neill Wetsuits

The Nidecker brothers. Cédric, Henry and Xavier Nidecker

Northwave

Karakoram

Columbia

ORTOVOX

Landyachtz header, photo credit Jacob Lambert

Dakine

és

PATAGONIA

Iriedaily

Surftech

Pro-Tec

POC

Protec

Zion

Picture Organic Clothing

SIMS

Vallon

Amplid

Horsefeathers

Moskova

Himaya

Torq

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full Retail Buyer’s Guide

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The James Brand SS21 Great Outdoors Preview